25 Jan How well do you know your customer?

You’ve built this business from the ground up, refined your product to precisely match your marketing brand, even personally hired your marketing staff. There’s nobody who knows your brand better than you. Or is there?

Meet your customer.

New surveys show that 82 percent of consumers conduct online research on a business before they decide to make a purchase. This means they know you long before you ever come to know them — and they know a lot. They know your product line, brand, price points, online customer reviews, customer service history, and competitors.

So how can you build a relationship with this new brand of empowered consumers? Get to know them. Today’s cloud technology makes it easy to build a personalized approach that connects with each customer. We can help. Introducing Salesforce Einstein, the leader in AI technology.

“Einstein’s intelligence will be embedded within the context of business, automatically discovering relevant insights, predicting future behavior, proactively recommending best next actions and even automating tasks,” says Jim Sinai.

When you are ready to compete on a higher level of customer engagement, here are three ways Salesforce Marketing Cloud and Einstein can help you reach your most ambitious business goals.

1. Track your customer’s buying preferences.

Back in the day, the challenge for marketing was anticipating what appeals to potential customers. Now, your company will have the tools to track a customer’s buying behavior. Salesforce Marketing Cloud can identify customer profiles based on existing data and track preferences and buying history. Now, your company can deliver custom content to your most receptive leads.

2. Optimize predictive analytics.

What is the future of CRM? Say it with me — predictive analytics. More companies are relying on this new realm of understanding data to anticipate sales that will increase their bottom line. This AI technology can process data, learn patterns, and analyze predictions for potential customers based on a scoring system. “Einstein isn’t a separate platform,” says Parker Harris, co-founder and CTO at Salesforce. “This is technology that attaches to your company’s existing applications.” It tracks CRM data, calendar, email, and social contacts, then uses this information to identify algorithms that ensure meaningful contacts with customers.

3. Initiate personalized customer service.

At Simplus, we are diligent about tracking online reviews or public forums with customers sharing their customer experience about our product and services. But sometimes customers discuss their encounters in forums that fly under our radar. Fortunately, Salesforce Marketing Cloud offers technology that tracks your company’s product. Whenever the product is being discussed or shared as an image, Marketing Cloud will alert your customer service department to reach out to those customers with solutions. It’s proactive and empowering, and it’s expanding the value of a customer’s experience.

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